Saya Weissman: Brands have to be on top of things in real time. We’ll be explaining challenges and success of it all.

Andrew Cunningham: Brands need to not be robotic. A lot are guilty to having a set of responses they are given to use. It might be different to come off as a human being, but it’s also knowing when not to respond.

Sarah Devlin: Social media should be guided as if it’s a human being behind it, not a robot. You have to talk to people.

SW: How do you maintain brand voice?

SD: It’s a challenge. We have several different websites and we’re covering different feeds, too. The most important thing is to convey what is most important to feature.

SW: The buzzword now is real-time marketing. What exactly is it?

AC: It comes down to putting down content as it’s happening. The moment is the most ephemeral moment.

JB: We got to have the right people. The images need to be great. It’s being reactive and engaging your fans at a one-to-one level, in an organic, genuine way.

SD: We want people to know we treat the news cycle from daily to weekly. We’re catching the wave of the interest and live-tweeting things.

SW: Asking for RTs and participating in trending topics—brands do it and people engage with it all the time. What do you think of these topics?

AC: I don’t like to put them out there, but it works because people follow directions.

SD: You’re doing something extra for your followers. That’s why it’s so powerful. I do think that you start to edge into robotic over-earnestness when you do this a lot.

SW: What topics do you avoid?

JB: We went dark during the Boston Marathon. It wasn’t our conversation. There’s a fine line.

SD: Unless we have a very relevant story or thing to say, we don’t say anything.

SW: Any mistakes you’ve made?

AC: We were working on Moonrise Kingdom and we Tweeted, “Bill Murray’s first Wes Anderson movie was Rushmore,” and it’s not. We debated deleting our Tweet, but we just Tweeted out a correction and that was that.

JB: I’m not a good speller—when I first got my iPhone, I realized I didn’t need to use my computer and when posting something for Barclays’, I put “Hockey Love” instead of “Hockey Live.”

SD: I was in the middle of composing a Tweet and I tried to multitask. I wrote the wrong person’s name in the Tweet and got a lot of flak for it. Shamed!

SW: What are your biggest challenges?

AC: For me, it’s what goes on between 7PM to 9AM. We get our coolest mentions at that time.

SD: Work/life balance is huge. Social media is 24/7. It’s important to take the time to unplug and realize that your creative juices will dry up otherwise!

JB: I think it’s achieving the larger corporate model. Is social media driving revenue? How can we incorporate followers and fan engagement?